Dubai Municipality - Best Use of Customer Insight

Company: Dubai Municipality - Dubai- UAE
Company Division/Group:Dubai Municipality - Customers & Partners Relations Department
Company Description: Dubai Municipality (DM) is one of the largest governmental institutions in the United Arab Emirates. Itis considered as one of Dubai’s leading growth and development institutions in terms of its smart projects and services. Over the years, Dubai Municipality has excelled in managing 6 vital sectors. This has helped to make Dubai one of the most advanced and sustainable global cities.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: Best Use of Customer Insight

Nomination Title: Customer happiness is our priority

We are ISO certified and supporting departments to communicate 60 customers segments through different channels to deep understanding of their needs & expectations. In 2020 we engaged service owners and customers in 44 communication furms. Our nominated department is Customers & Partners Relations which established in 2008 as specialized in customers & partners relations management with 100 employees to be supportive to 33 departments. We are have 3 sections Customer Care, Contact Center and Partnership. It is operating 4 main and 17 sub operations which linked with 3 strategic goals enhancing relations with local & international partners & suppliers, community engagement & effective communication, providing smart and integrated services & solutions. These goals linked with road map initiatives, we are tracking and measuring by 8 strategic main KPIs, with 17 operational. In 2020 customer happiness for direct service was 93%, public services 90%, overall happiness meter 91.50%, 95% partners and 91% employees happiness we are ISO certified and proudly got five ISO certifications 2019-2020 in customer service, complaint management, designing and implementing external customer dispute resolution, measurement of customer satisfaction and implementing customer happiness. In addition, we won more than 10 awards in international and local awards

We are using PDCA in customer management and focused on preventing repeated complaints or negative feedbacks by enhancing our services, studying customer journey, advancing and tracking customers issues, adopting new technology, Lead multi-department initiatives to ensure serving customers better, spreading awareness and communicating with customers. We contributed in getting the international customer experience standard ICXS2019 from BSI and Global Seven Star Rating project. 100% of the services are documented ARIS & customer journey from the high priority 42 services. 100% KPI results managed through Open text System, 96.5% Digital Transformation of Services. Coordinating with departments to improve services by forming innovation team from 2017 to 2020 more than 30 services improved and participating in Dubai City maker’s team to improve shared services. We launched new initiative Be Ready in 2019 to evaluate new customer service centers and cover 35 DM sites like public parks, markets, LAB, abattoirs and vet clinics. In order to meet the Dubai Executive Council standards, implementing corrective actions and customers’ needs before the external mystery shopper visits and enhancing performance in Dubai happiness report and gain customers trust and increase their happiness. the mystery shopper results of 2020 in Al Kifaf shared customer service %98.7, Dubai Central laboratory %93.6, Vet clinic %95.4, abattoir %91.7. The implemented Improvement actions related to customers’ needs was 99%. Our 4 Shared centers and 1 Vet Clinic abled to rate 5 stars. in 2021 we launched change management policy.

In Dubai Executive Council Happiness report 2020 we achieved 87.7% above Dubai government average 84% and ranked 4th among 23 departments. In 2019 our result of Dubai happiness meter 84% then reached to 91.5% in 2020. We are segmenting customers, communicating, analyzing their needs, handling complaints, fulfilling expectations, and following improvements and corrective actions and measuring whole cycle impact. Additionally, we conducting surveys, mystery shopper, analyzing collected data, reviewing service catalogue, managing improvement records with departments, implementing initiatives, improving customer journeys. We achieved in 2020 happiness meter index 93% more than 8 3,696 votes received, in Customer Service Centers 96%, web pages 90%. Customer contacted by 100%, mystery Shopper result in Service Centers 95% and 277 surveys conducted. To perform and deliver better services we are measuring and tracking customer happiness, assisting customer, working on customer journey, advising & solving customers’ issues. In 2020 Complaints Response within 7 working days 99% and closed notifications within SLA 98%. Evaluating agents’ performance, implementing mystery shopper studies and recognizing best departments. Linking employees and leaders annual performance plan with KPI. Caring about customers’ voice by dedicated customer care employees and in 2020 we brought smart screens to set 202 meetings and served 5,616 customers and interacting with focus groups, also we achieved 100% in communication plan and saved 5 working days per forum and AED 200,000 expenses of hospitality because it was online. Ensuring quality in our services we were able to achieved 94% quality assurance in contact center.

CPRD worked with employees, customers, community and partners to deliver a better quality of services by involving them in different stages like designing or improving services or procedures. As well as, we are benchmarking with best practices and adopting the international standards and Dubai model tool kits. Moreover, we participated in the Dubai big upgrading projects that attracting and building long-term relationships with customers and investors in Dubai. For instance, recently the Crown Prince of Dubai and Chairman of the Executive Council of Dubai His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoumissues directives to reduce government procedures for doing business by 30%. Thus, we handled this project and coordinating with concerned departments and partners, and by end of 2021, we will measure the impacts that aimed to reflect positively on DM services and business sector more than 30%. Moreover, we are implementing initiatives for community happiness so launched Bunyan card under the slogan We create happiness for a better life for Emirati citizens aged 18 and above and this card gives discounts and offers for building materials and home supplies in UAE. In 2020 total number of issued cards 29,214